Shake Up Cocktails

What Shake Up Cocktails does

Shake Up Cocktails is a privately held, Indianapolis-based ready-to-drink (RTD) canned cocktail brand operating through its parent legal entity Hi and Mighty LLC. Founded in 2022 by spouses Jamie and Dan Fahrner at the Indiana State Fair, the company was built around the cultural association between Midwest county fairs and the classic lemon shake-up drink, translating that fairground experience into a packaged format. Distribution is concentrated in the Midwest, with physical retail and on-premise presence across three states (Indiana, Illinois, and Wisconsin), complemented by direct-to-consumer e-commerce on Shopify that ships nationwide with free shipping over $25.

The product portfolio consists of five flavored canned cocktails (The Original Lemon, Peach, Cherry, Iced Tea & Lemon, and Blueberry) packaged as 4-packs at 6% alcohol by volume, formulated with all-natural ingredients (real fruit, cane sugar, and in-house-distilled spirits), and marketed as gluten-free. A 4-flavor bundle at $46.99 (discounted from $51.99) and a separately distributed Delta-9 THC Lemon Shake Up variant (10mg D9 THC per can, sold via drinkhiandmighty.com) extend the SKU line into adjacent occasions and categories. The company also sells branded merchandise (t-shirts). Field marketing is executed through a brand-ambassador program conducting tastings at liquor stores, grocery stores, bars, restaurants, festivals, and farmers markets, supported by organic social presence on Facebook, Instagram, and TikTok and an email list branded the 'Shake Up Club'.

The business model is a hybrid of DTC e-commerce (one-time unit purchases of 4-packs, bundles, and merchandise) and wholesale/on-premise distribution to retail and HoReCa accounts. Pricing is promotional, with site-wide discounts of up to 20% and bundle incentives, and the reported sales scale of 18,000-25,000 cases alongside a 1-10 employee headcount positions Shake Up as an early-stage regional CPG. Customer concentration is diffuse across long-tail consumers and SMB retail accounts, and the company has not yet disclosed institutional capital beyond a modest 2025 InvestBev-led $100,000 funding round. There is no evidence of AI/ML capabilities, patents, or material partnerships in the current data.

Name

Shake Up Cocktails

Legal name

Hi and Mighty LLC

Website

https://drinkshakeup.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Shake Up Cocktails is an Indianapolis-based RTD canned cocktail brand, operating under Hi & Mighty LLC, that sells gluten-free, all-natural 6% ABV canned cocktails across five flavors plus a THC variant, distributed to adult consumers through Midwest retail and on-premise channels and direct e-commerce.

Ownership category

akta.pro rank

Product category

Ready-to-drink canned cocktails

NAICS

Distilleries (312140), Beverage Manufacturing (3121)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE)

akta.pro secondary industries

Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Ready-to-drink cocktails
• Canned cocktails
• Craft spirits
• RTD beverages
• Alcoholic beverages

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: The company sells canned cocktail 4-packs and bundles directly to consumers through its Shopify-powered online store. Products include The Original Lemon Shake Up, Peach, Cherry, Iced Tea & Lemon, and Blueberry flavors, along with merchandise such as t-shirts.
2. Wholesale/Retail Distribution: Shake Up Cocktails distributes through retail stores (liquor stores, grocery stores) and on-premise venues (bars, restaurants) across Indiana, Illinois, and Wisconsin.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Shake Up Cocktails manufactures and sells ready-to-drink canned cocktails made with all-natural ingredients, including real fruit, cane sugar, and spirits distilled in-house at Hi & Mighty Distillery in Indianapolis. The portfolio spans five flavored 6% ABV gluten-free cocktails (Original Lemon, Peach, Cherry, Iced Tea & Lemon, Blueberry), a four-flavor bundle, and a Delta-9 THC-infused variant, sold direct-to-consumer online and through retail and on-premise accounts across Indiana, Illinois, and Wisconsin.

Product overview

Shake Up Cocktails is an Indianapolis-based RTD (ready-to-drink) cocktail brand founded in 2022, operating through its parent company Hi & Mighty Distillery LLC. The portfolio centers on five flavored canned cocktails—The Original Lemon, Peach, Cherry, Iced Tea & Lemon, and Blueberry Shake Up—each presented as a 4-pack of 6% ABV gluten-free, all-natural drinks made with real fruit, cane sugar, and spirits distilled at the company's own facility. A 4-Flavor Bundle offers all four core flavors together, while Blueberry is also available exclusively in a Lemon Shake Up Variety 8-Pack. A Delta-9 THC variant (10mg per can) is sold through a separate ordering portal. The company also sells branded merchandise (t-shirts) and distributes through retail locations in Indiana, Illinois, and Wisconsin, as well as direct-to-consumer online sales.

Differentiator

Problem solved

Functional benefit

Products and services

• The Original Lemon Shake Up Canned Cocktail Flagship ready-to-drink canned cocktail with a crisp, citrus-forward lemon shake-up profile, made with real fruit, cane sugar, and house-distilled spirits. Sold as a 4-pack at 6% ABV, gluten-free and all-natural.
• Peach Shake Up Canned Cocktail Bright and juicy peach-flavored ready-to-drink canned cocktail made with real fruit and spirits, sold as a 4-pack at 6% ABV.
• Cherry Shake Up Canned Cocktail Bright citrus refresher with cherry flavor, made with real fruit and spirits and sold as a 4-pack at 6% ABV.
• Iced Tea & Lemon Shake Up Canned Cocktail Half iced tea, half lemonade ready-to-drink cocktail with balanced tea and citrus notes, sold as a 4-pack at 6% ABV.
• Blueberry Shake Up Canned Cocktail Balanced, zesty blueberry-flavored ready-to-drink canned cocktail at 6% ABV, offered exclusively as part of the Lemon Shake Up Variety 8-Pack.
• Shake Up 4-Flavor Bundle Curated variety bundle containing 4-packs of The Original Lemon, Peach, Cherry, and Blueberry Shake Up canned cocktails, priced at $46.99 (discounted from $51.99) to enable sampling across the flavor range with shipping savings.
• D9 T//C Lemon Shake Up (Delta-9 THC Lemon Shake Up) Lemon-flavored ready-to-drink canned cocktail infused with 10mg of Delta-9 THC per can, sold as a 4-pack through a separate ordering portal at drinkhiandmighty.com for $14.00 per 4-pack.
• Start Your Lemons T-Shirt Yellow heather 50/50 cotton-poly blend t-shirt on Bella Canvas blanks featuring a brand-themed slogan, available in sizes S through 3XL, priced at $20.00 (discounted from $25.00).
• Shake Up T-Shirt Royal heather 50/50 cotton-poly blend branded t-shirt, available in sizes S through 3XL.

Quantifiable outcome

• Sales exceeded 18,000 cases
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• On The Rocks Cocktails: On The Rocks is a premium RTD canned cocktail brand using real spirits and natural ingredients, sharing Shake Up's all-natural, real-spirit positioning and bar/restaurant on-premise distribution model.
• Cutwater Spirits: Cutwater is a craft-distilled RTD cocktail brand offering canned cocktails, spirits, and mixers — directly comparable to Shake Up's in-house distillery + canned cocktail portfolio and premium positioning.
• Tip Top Cocktails: Tip Top produces classic cocktail-style RTDs in cans (Negroni, Margarita, etc.) at similar ABV levels, making it a comparable craft-positioned canned cocktail peer for Shake Up.
• Surfside Iced Tea + Vodka: Surfside is an RTD canned tea-and-vodka brand with multiple flavors, directly comparable in format (4-packs), flavor extension strategy, and target consumer (social occasion, casual consumption).
• High Noon (E. & J. Gallo Winery): High Noon is a leading premium RTD vodka-based canned cocktail brand (real fruit flavors, similar ABV range) and Shake Up's most direct competitor in flavor profile, format (4-pack cans), and clean-label positioning.

Emerging players

• Canteen Spirits: Canteen is a smaller craft RTD canned cocktail brand with real-spirit positioning, comparable in stage and category niche to Shake Up though with broader geographic presence.
• Hotel Tango Distillery: Hotel Tango is an Indianapolis-based craft distillery producing RTD canned cocktails, directly comparable as a Midwest craft distillery with both spirits and canned cocktail offerings competing in the same regional accounts.

Regional players

• Tattersall Distilling: Tattersall is a Midwest craft distillery that has expanded into RTD canned cocktails, comparable as a regional craft distillery peer extending into the same RTD format Shake Up competes in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/drinkshakeup
• Instagraminstagram.com/drinkshakeup
• TikToktiktok.com/@drinkshakeup
• LinkedInlinkedin.com/company/drinkshakeup

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shake Up Cocktails